London hoteliers worry over commoditization
Hotels are commodities to some and unique, service-oriented escapes to others. In light of this, hoteliers must carefully weigh the growing needs of intelligent distribution and revenue management with the demands and desires of partners and guests. That was the central message Monday during a panel discussing the question “Are hotels commodities?” at the Master Innholders’ 21st Annual Hotel General Managers’ Conference. “If hotels are trading on price, then, yes, hotels are segmented commodities, but if you add to your offering what is unique and special about any property or destination, then it’s possible to get away from full-on commoditization,” said Mark Lewis, managing director of hotel representation company HotelREZ.